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Manchu Wok finds success with new prototype store
May 11, 2009
NEW YORK — One year after the introduction of Manchu Wok's prototype stores into select locations in Canada and the United States, the Chinese fast-food franchise is seeing impressive results. The prototype stores included revamps from brand image to operational efficiencies.
Two North American mall-based prototype stores saw a rise in sales of 24 percent and 19 percent from April 1 to December 28, 2008, according to the company.
"We noticed our customer's preferences and habits were changing and, therefore, knew we had to change as well to stay current," said Ernest Lam, Manchu WOK vice president of operations.
And, it seems to have worked. Sales of mixed vegetables increased by 57 percent, orange chicken increased by 108 percent and egg roll sales rose by 54 percent.
"The prototype stores were heavily researched and based entirely on customer preferences, including a bigger push on vegetables, the introduction of new signature recipes and region-specific customization of dishes," Lam said.
The stores also received a new look with display racks and woks for the steam table, a contemporary palette of colors, an enhanced menu board, modernized staff uniforms and a waterfall. The prototype stores will be the model for all new Manchu WOK locations including mall, business center, university, military base and street-front restaurants.
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